Small Budgets - Products

This category recognizes cases with communications efforts that ran on a small budget (Local Efforts - $1 million or less, Regional Efforts - $2 million or less, and National Efforts - $5 million or less). 

2009 SILVER

Ridiculously Thick Yogurt

The goal was to bring a ridiculously thick creative idea to life in ways that would establish Fage Total Greek yogurt's luxury position and in addition establish Fage as the dominant super-premium yogurt with a highly differentiated and relevant brand position.

Brand: FAGE Total
Client: FAGE Dairy USA
Agency: Ogilvy & Mather
Language: English

2007 SILVER

Bodygroom

To successfully launch its new electric razor, Bodygoom, designed to shave and trim body hair, Philips Norelco had to get guys talking about the uncomfortable subject of male body grooming. Without a budget to support traditional media, Philips Norelco needed a big viral idea to take body grooming from a private act to a public topic. To meet aggressive sales goals with a budget of less than $375,000, Philips Norelco had to take body grooming out of the closet.

Brand: Philips Norelco
Client: Philips DAP North America
Agency: DDB New York
Language: English

2007 BRONZE

Pherotones

The ring tone industry is laden with price-value discrepancies, quality concerns and consumers who show a general distrust for the companies involved. So how do you pit a little-known ring tone company against the giant Telco carriers and win over an apprehensive audience - in 12 weeks and while being outspent 200 to 1? The 'Pherotones' campaign for Oasys Mobile used pseudoscience, sexual attraction and a Danish doctor to create a viral phenomenon that generated over six million PR impressions and led to a 90% increase in sales. All with only $100,000.

Brand: Oasys Mobile
Client: Oasys Mobile
Agency: McKinney
Language: English

FINALISTS

Oreo OREO Stacked at Stores to Stacked at Homes

Sound On The Underwater Playlist

Clos du Bois Long Live